MARKETING FOR TOURISM
AND HOSPITALITY I
CONSUMER BEHAVIOUR
, A Model of Buying Behaviour
• During recent years, hospitality & travel have undergone
globalization, resulting in a fiercely competitive
international market.
• To win this battle, companies invest in research to reveal
what customers want to buy, locations they prefer,
amenities important to them
– how they buy and why they buy
• The company that understands how consumers will
respond to product features, prices & advertising appeals
has a great advantage over its competitors.
– the starting point is the buyer behaviour model in Fig 1
, A Model of Buying Behaviour
• Marketing and other stimuli enter the consumer’s
“black box” and produce certain responses.
• Marketing stimuli consist of the four Ps, and major
forces and events in the buyer’s environment.
• The stimuli enter the buyer’s black box, where they are
turned into the set of observable buyer responses.
Figure 1 Model of Consumer Behaviour
tab
, Characteristics
Cultural Factors
Affecting Consumer
Behaviour
• Consumer purchases are strongly influenced
by cultural, social, personal, and
psychological characteristics.
tab
Figure 2 Factors Influencing Behaviour
AND HOSPITALITY I
CONSUMER BEHAVIOUR
, A Model of Buying Behaviour
• During recent years, hospitality & travel have undergone
globalization, resulting in a fiercely competitive
international market.
• To win this battle, companies invest in research to reveal
what customers want to buy, locations they prefer,
amenities important to them
– how they buy and why they buy
• The company that understands how consumers will
respond to product features, prices & advertising appeals
has a great advantage over its competitors.
– the starting point is the buyer behaviour model in Fig 1
, A Model of Buying Behaviour
• Marketing and other stimuli enter the consumer’s
“black box” and produce certain responses.
• Marketing stimuli consist of the four Ps, and major
forces and events in the buyer’s environment.
• The stimuli enter the buyer’s black box, where they are
turned into the set of observable buyer responses.
Figure 1 Model of Consumer Behaviour
tab
, Characteristics
Cultural Factors
Affecting Consumer
Behaviour
• Consumer purchases are strongly influenced
by cultural, social, personal, and
psychological characteristics.
tab
Figure 2 Factors Influencing Behaviour
